MGM hotel

MGM's Branding Strategy after the Las Vegas Shooting

MGM has risen to the top of the hotel industry in the United States over the years as a result of its commitment to providing its customers with high-quality, low-cost facilities. Following the recent Las Vegas shooting, the hotel has seen a decline in the number of guests requesting different facilities. Many people have called the attack the deadliest mass shooting in US history. Nearly fifty people were killed and over 500 were wounded when a gunman opened fire on them at a festival across the street from the MGM-owned Mandalay Bay hotel. Given that the gunman opened fire from the territory of MGM hotel, many customers have found it challenging to enjoy the hotel's services appealing to security issues. Consequently, the hotel has incurred branding losses prompting the need to create a new image. There is a need to restore the confidence of the customers to ensure that the hotel maximizes its profits as it used to before the shooting incident. The management of the hotel strives to brand the image of the hotel in various ways. This paper proposes a set of measures to be taken by the hotel administration to restore customers' loyalty.

Safety Regulations

One option to win MGM's customers back and gain client's confidence is to put strict safety regulations. Many people have had a negative perception of the hotel since the Las Vegas shooting. They argue that the management of the hotel might have failed on their part to check any illegally possessed firearm among their clients. Thus, the news related to shooting incident affected the regular customers. The following absence of regular customers has been one of the primary reasons of reduction in profits from sales. In order to restore the customers' confidence, security needs to be improved at MGM hotel. The hotel has already hired more security officers. Moreover, the security service has carried out entry checks by asking guests to open their bags and coats at the hotel to ensure that none of the clients possesses illegal firearms. Besides, the management should guarantee that the security officers receive specialized training on detecting suspicious behavior. The primary objective of MGM hotel is to receive their regular customers back and take further marketing measures aimed at attaining new customers.

Compensations for Victims

The shooting incident left survivors with minor and major injuries. MGM strives to provide compensation for the victims as a sign of solidarity. Therefore, the hotel management has provided some affected persons with financial aid. Apart from the survivors, the hotel management in partnership with various organizations should endeavor to interact with the family members of those who were murdered in the shooting incident to offer guidance and counseling. In addition, the hotel in collaboration with the government should offer funds to cover medical insurance of the victims. Moreover, a policy on compensation should be implemented by the management on the regular basis to assure their customers that in case of accident their expenditures will be covered by the company.

Suggestions from Fullerton Corporation Company

Notably, Fullerton Corporation Company believes that the primary way to gain customers' trust is to be transparent to them. Moreover, clients are likely to develop confidence if the company has appropriately set security and health measures. For instance, in a hotel setting, one way to further transparency is to provide the information on services offered. The management of a hotel is charged with the responsibility of ensuring that all the guests are safe from any harm. Fullerton Corporation Company suggests that MGM hotel should share data concerning security with the clients. For example, the clients should be able to see the presence of security officers guarding the hotel. Security officers should also be free to interact professionally with the clients. Additionally, Fullerton Corporation Company suggests that employees at MGM hotel should be trained to provide a primary medical assistance. These skills are essential in case of an emergency. Arguably, MGM hotel is renowned for promoting and advocating for adequate security for its customers so these suggestions would not be difficult tasks to implement and carry out. The ideas presented by Fullerton Corporation are likely to make clients develop confidence in the security situation of the hotel.

Rewards

The Las Vegas shooting by a gunman from MGM hotel forced customer to steer away from seeking various services from the hotel. Therefore, the hotel endeavors to attract more customers by building their confidence about the improved security within and around the hotel. It is known that customers like being rewarded for their loyalty. Thus, the hotel should introduce loyalty programs for their regular clients, including discounts and special offers. It is imperative for the hotel management to occasionally reward customers with free meals for continually seeking the hotel's services. Additionally, loyal customers should be given gifts as a sign of appreciation. With this policy, many people will be interested in various services offered by the hotel.

Conclusion

Therefore, the hotel should focus on strengthening security measures by employing and training security officers and holding regular checks. Besides, a compensation system should be established to provide the customers with financial guarantees. In addition, a reward methods would increase customers' interest in the services provided leading to the overall improvement of the hotel's image.